7 December 2011

251 North Bridge Road

Singapore 179102

Tel : 65 6331 1000

Fax : 65 6339 4229 www.smrt.com.sg

The almost-2 million commuters who travel on SMRT's trains daily can now do some snappy shopping with their mobile phones while passing through our stations on their way to, or from, work. It will take just seconds, and a few clicks, for them to order a succulent roast turkey or delicious honey baked ham for their Christmas party.
Continuing our efforts to enhance the travel experiences of our commuters, SMRT has transformed some of the wall spaces at its stations into virtual 'shops' where commuters can make instant purchases on the move.
More than just effectively informing the public about launches, the latest promotions, and the newest must-haves; these poster advertisements will also display the items on sale, and allow the public to shop on the spot with their mobile phones.
This means they can order the latest tech gizmo while standing at the station platform, or do a bit of grocery shopping while waiting for their friends at the station foyer; without having to step into a shop, queue, send an SMS or make a call. All that is required is a QR code reader, which is installed in most phones, or widely available for free in the latest mobile platforms.
Leading supermarket chain Cold Storage is the first to have outdoor advertisements carrying QR code for instant sales within our network, with the unveiling of these specially-designed posters at two of our stations - Bugis and Boon Lay - today.
Commuters can order out of the menu of 20 Christmas food items from the ever-popular Cold Storage Christmas order programme, as they pass by the prominent spaces within the two stations. They can also choose to have their orders delivered to them. The last day for orders will be 20 December, 2011.
In future, SMRT will promote a wider use of digital lifestyle element in our environment, so that commuters can have a wider range of products to purchase on-the-go.
"This new initiative is intuitive to the digital lifestyle of today's consumers and part of our continuous efforts to enhance the commuting experience with SMRT. We are integrating mobile technology into our network to offer greater convenience, speed and choices to our commuters, allowing them to slip in a bit of shopping without having to step into a shop", said Ms Dawn Low, Managing Director, SMRT Commercial Business.

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Mr Victor Chia, CEO of Cold Storage supermarkets said: "We are pleased to work with SMRT to launch Cold Storage's first media wall advertisement that uses QR codes to enable consumers to shop online at our portal. We introduced this as we wanted to engage shoppers in new ways, by harnessing modern technology to offer today's time- strapped consumer hassle-free and convenient ways of shopping.
Cold Storage has a long century-old history in Singapore, and has always kept abreast of new market trends. We will continue to innovate and introduce new ways of retailing to benefit our customers."
The media was invited to a launch event at Bugis MRT Station today, where Ms Low and Mr Winstone Chee, Operations Director of Cold Storage Singapore, unwrapped a Christmas wrapper covering the wall, to unveil the new generation advertisement.
A demonstration of the purchasing procedure was also done to allow the media to better understand the concept.
Thank you.

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About QR codes

Initially designed to track parts in vehicle manufacturing, QR codes are now used for a wider range of applications, such as commercial tracking, ticketing, product marketing and in-store product labeling. The code consists of a matrix

of black squares, and acts very much like a barcode. Mobile phones with QR code readers such as NeoReader, Mobiletag or Kaywa can pick up these codes using the phone's camera. This will then display text, contact information, connect to a wireless network, or open a web page.

QR code readers are already installed in most smart phones, and readily available for free download on most smart phone platforms.

About Cold Storage supermarket group

Established in 1903, Cold Storage Supermarket celebrated its 108th year in Singapore in 2011. Over the years, it has established itself as a popular household name trusted by consumers in Singapore. Cold Storage Supermarket is

amongst the leading supermarket chains in Singapore with 49 stores islandwide. To date, the group operates 43 Cold

Storage supermarkets, and six specialty supermarkets namely ThreeSixty Market Place, Paragon Market Place, Tanglin Market Place, Jasons Market Place, Jasons Orchard and Katong Market Place.

Billed as "The Fresh Food People" Cold Storage Supermarket is committed to delivering value and variety based on ethnic mix, freshness, innovative food ideas, superior customer service and a pleasant shopping environment that enhance consumers' lifestyles. Cold Storage Supermarket is part of public-listed Dairy Farm Group, a leading pan- Asian retailer. In Singapore, Dairy Farm operates more than 800 stores and owns local retail banners Cold Storage and Market Place supermarkets, Shop N Save supermarket, Giant Hypermart, Guardian Health & Beauty and 7- Eleven.

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Annex A - Pictures of media event

The wall advertisement at Bugis MRT Station

Just scan the QR code of the product to purchase the item, which will then be delivered to your doorstep

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Ms Dawn Low (Managing Director, SMRT Commercial Business) and Mr Winstone Chee (Operations Director, Cold

Storage Singapore) trying out the QR code purchasing feature for themselves

Mr Winstone Chee (Operations Director, Cold Storage Singapore) doing demonstrating to the media how to make their purchases on the spot by scanning the QR code on the wall advertisement

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Commuters can use most smart phones to make their purchases on the go

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